December 6-9, 2009  |  Scottsdale, Arizona
EVENT INFO

iMedia Agency Summit Schedule
"Niche is the New Black: The Future of Targeting and Reach"

Saturday, December 5th

6:30 - 9:30pm

Cocktails & Dinner Party (Agency Attendees Only)

Sponsored by:

Sunday, December 6th: Arrival Day

8:30am - 3:00pm

Agency Only Meeting

Breakfast Sponsor Presentation: Tremor Media

 

Lunch Sponsor Presentation: Tony DeSena, Regional Sales Manager, Casale Media & Scott Steiner, Regional Sales Manager, Casale Media

3:00 - 8:00pm

Summit Registration Desk

5:45 - 7:00pm

Sponsored Media Presentations (Agency Attendees Only)

Ari Paparo, Group Product Manager, Advertiser Products, DoubleClick

 

Tod Sacerdoti, CEO/Co-Founder, BrightRoll

7:00 - 8:00pm

Cocktail Hour

Sponsored by:

8:00 - 11:00pm

Opening Reception & Dinner

Sponsored by:

Monday, December 7th: Opening Day

7:00am - 5:00pm

WiFi Lounge

Sponsored by:

8:00 - 9:00am

Sponsored Presentations & Breakfast (Agency Attendees Only)

Ramsey McGory, Vice President, Corporate Partnerships, Yahoo! & Bryan Schroeder, Director, Ad Product Marketing, Yahoo!

 

Nick Johnson, VP Digital Media Sales, NBCU Digital Media & Cameron Death, VP Digital Content, NBCU Digital Media 

8:00 - 9:00am

Industry Participant Breakfast: "Finding Top Line Growth in the Real World"

More

R. Michael Leo, CEO and President, Operative

Sponsored by:

9:00 - 9:30am

Networking Break

9:30 - 10:30am

Welcome & Opening Brawl:

More

"Demand Creation vs. Demand Fulfillment: Sketching the Future for Online Advertising"

Michael Hayes, EVP, Managing Director, Digital, Initiative
Eric Hippeau, CEO, Huffington Post

Doug Schumacher, Founder/Creative Director, Basement Inc.

Philip Smolin, GM Platform Solutions, Turn

Jim Spanfeller, Former President and CEO, Forbes.com 

Moderator: Doug Weaver, Founder & CEO Upstream Group, Inc. / iMedia Senior Analyst

10:30 - 10:35am

2010 Trend Watch

More

10:35 - 11:30am

Mosaic Case Studies - Targeting

A 15-minute deep dive on the future of targeting, followed by a series of four eight-minute case studies on next-generation targeting abilities, the role of search in targeting, and privacy. Bob DeSena will lead the audience in a five-minute conclusion to make sense of it all.


"The Science and Art of Targeting"

More

Bob Desena, CEO, Engagement Marketing Group


"The Influence of Search on Display Targeting"

More

Kevin Ryan, CMO, WebVisible


"Privacy: Don't Touch the Third Rail"

More

Mark Naples, Managing Partner, WIT Strategy


"Mobile Marketing Targets Consumers Where it Matters Most"

More

Amielle Lake, CEO, Tagga Media


"The Next Generation of Behavioral Targeting"

More


Jeremy Mason, VP of Advertiser Solutions, Audience Science

11:30 - 11:35am

2010 Trend Watch

11:35 - 11:45am

Transition Break

11:45am - 1:00pm

One Minute Match-Ups

1:00 - 2:15pm

Lunch

Sponsored by:

2:15 - 2:30pm

Transition Break

2:30 - 3:30pm

Master Classes


A: "Inform Your Mobile App Strategy for a Highly Personalized Consumer Connection"

More

Anne Chu, Digital Manager, MediaVest Worldwide

Cheryl Lucanegro, SVP of Ad Sales, Pandora

Dave Martin, VP, Digital Media, Ignited

Kevin Nakao, VP, Mobile & Monetization, WhitePages


B: "Leveraging Dashboards to Create Success from Chaos"

More

Derek Leedy, VP, Account Director, Mediasmith

Arthur Muldoon, SVP, Aegis Media / Isobar


C: "Reaching Consumers Locally: Everybody Lives Somewhere"

More

Kevin Ryan, CMO, WebVisible

Chris Tolles, CEO, Topix

6:00 - 7:30pm

Cocktail Reception

Sponsored by:

7:30 - 9:30pm

Dinner

Sponsored by:

9:30 - 11:30pm

After-Dinner Reception

Sponsored by:

Tuesday, December 8th

7:00am - 5:00pm

WiFi Lounge

Sponsored by:

8:00 - 9:00am

Sponsored Presentations & Breakfast (Agency Attendees Only)

Ajay Sravanapudi, President & CEO, Lucid Media & Paul Rostkowski, VP of Sales, Lucid Media

Mike Cassidy, President & CEO, Undertone Networks

8:00 - 9:00am

Industry Participant Breakfast

8:00 - 9:00am

Upstream Seller Breakfast @ iMedia: "Trends You Can't Ignore"

More

Doug Weaver, Founder & CEO, Upstream Group, Inc. / iMedia Senior Analyst

9:00 - 9:30am

Networking Break

9:30 - 10:20am

Keynote: "Digital Marketing to a More Complex and Changing Consumer"

More

Peter Francese, Demographic Trends Analyst, Ogilvy & Mather - New York

10:20 - 10:30am

2010 Trend Watch

10:30 - 10:40am

Transition Break

10:40 - 11:10am

Spotlights


A: "Refocusing the Blurring Lines of Media"

More

Dean Donaldson, Director of Digital Experience, Eyeblaster

Sponsored by:


B: "Embrace the Niche: What Agencies and Publishers Can Do Together to Grow ROI"

More

Matthew Moore, Division President, The Move Network/Realtor.com

Sponsored by:


C: "Act Now: Prevent Brand Damaging Ad Misplacements Today"

More

Sacha Carton, President, iSense Network and Director of the Board, ad pepper media

Sponsored by:

11:10 - 11:20am

Transition Break

11:20 - 11:50am

Spotlights (Repeated)

11:50am - 12:00pm

Transition Break

12:00 - 1:30pm

Lunch featuring the ASPY Awards

Sponsored by:

1:30 - 1:35pm

2010 Trend Watch

1:35 - 2:30pm

Mosaic Case Studies - Social Media

A series of six eight-minute case studies on innovative campaigns and measurement in social media.


"Leveraging Social Data to Drive Increased Sales"

More

Bruce Kiernan, Digital Manager, Mindshare

Eric Wheeler, CEO, 33Across


"The Sevens C's of Social Marketing"

More

Christopher Andrew, VP & Group Director, Social Media Capability Lead, Digitas

Rich Ullman, SVP of Marketing, Ripple6


"Shaking it Up"

More

Tamara Bousquet, SVP, Media Director, MEA Digital


"Sharing is the New Advertising"

More

Taddy Hall, COO, Meteor Solutions


"The Power of Social Endorsement"

More

Nir Eyal, CEO, AdNectar, Inc.
Lauriann Serra, Partner, Interactive Marketing Director, OgilvyOne Worldwide


"Optimizing Social Media with a Traditional Media Buying Framework"

More


Chris Alden, CEO and Chairman, Six Apart, Inc.

2:30 - 3:30pm

Town Hall: "Social Media and Today's Agency: What Do They Mean to Each Other?"

More

Moderator: John Durham, CEO/Managing Partner, Catalyst: SF

3:45 - 4:15pm

Agency-Only Feedback Meeting

4:00 - 7:00pm

Shipping Desk (Agency Attendees Only)

Sponsored by:  

6:00 - 7:30pm

Cocktail Reception 

Sponsored by:

7:30 - 9:30pm

Dinner & Guest Speaker: "Outside Comfort: Finding Accessible Adventure in the Interconnected World"

Steve Casimiro, West Coast Editor, National Geographic Adventure Magazine

Sponsored by:

Wednesday, December 9th: Departure Day

6:00am - 12:00pm

Airport Shuttles

Sponsored by:

7:30 - 11:30am

Departure Lounge

Sponsored by: 

7:30 - 11:30am

Shipping Desk (Agency Attendees Only)

Sponsored by:

Schedule subject to change. Please check back often for updates.

Just think back to the surprises of years past: it's hard to believe that Facebook is just six years old, YouTube is less than five years old, and Twitter is three and a half. What's coming next? Whose garage is the hottest lab in the digital media landscape right now? When we look back at 2010 years from now, what names will spring to mind?

Are you brave enough to grab your crystal ball and play Nostradamus? How about in three minutes, at most, with a maximum of three slides?

We've found seven brave souls willing to give it a try.

Premiering at this week's iMedia Agency Summit we bring you: the 2010 Trend Watch!

Over the course of our days here at The Camelback Inn, you'll see seven thoughtful micro-presentations that forecast what's changing in the New Year.

There is tremendous hype surrounding social media today among brand marketers and technology vendors. But, how do agencies participate? What's the value of social media to an agency? Is there a viable business model for agencies to follow in the social media landscape that will add value to their clients, but also to their bottom lines?

This collaborative Town Hall is your chance to weigh in on the newest media platform in our evolving digital landscape. Fresh on the heels of six social media case studies delivered by agency peers with their brand or technology vendor partners, what have you learned? Share your opinions on the case studies presented. What obstacles have they helped you to overcome? Discuss the social media questions you struggle with.

Social media presents tremendous opportunity, but the opportunity for agencies can be clouded with questions and confusion. Leveraging the collective intelligence of the audience, we'll address the questions that need answers in order to move interactive agencies' business forward into social media.

Welcome to the iMedia Agency Summit's Opening Brawl! Let's hope you're caffeinated and ready to dive in.

This is not a panel discussion full of sound and fury and signifying nothing. Instead, watch our successive speakers roll up their sleeves and have at it, with our own iMedia Senior Analyst Doug Weaver serving as referee. Featuring strong industry voices representing different and often incompatible points of view, we're using the brawl to kick open an exciting two days of ideas and thought leadership.

Here's our topic:

As exchanges, data feeds, and demand-side networks kick into high gear, they have the potential to create focused online audiences of unparalleled scale. But what should marketers and agencies do with these audiences? Will we see an online creative renaissance driving purchase intent for advertisers' products played out across TV-scale audiences? Or, will today's abundance of data lobotomize the potential of interactive advertising to the point of DR and nothing but? And, to get right to the heart of the debate, does the future of the web look more like traditional advertising or search? The rules are clear: No mud-slinging allowed, but no wind-baggery either.

Search behavior is a barometer for the human condition. Search history is the ultimate intent-driven database. The relationship between search and display has been regaled, studied, and dissected every way possible. How can two distinctly separate disciplines come together? How does defined intent text work with graphic influence? Years of research and practical application have to mean something for marketers, or is it just another trick for publishers to sell more display ads?

Mobile phones are the definition of a highly personal and local marketing platform: your ads and branded apps are literally in the palm of your customers' hands wherever they go. As mobile marketing shifts from its infancy to a more mature, but chaotic toddlerhood, more and more questions surface. What best practices are emerging around messaging, ad formats, fee/free models, branded apps, and more?

Pandora and Whitepages, two top ten ad-supported iPhone application developers, and their ad agency partners, Ignited and MediaVest Worldwide, will share their insights from several recent in-application ad campaigns. Pandora and WhitePages will also openly discuss their own real-world app strategies and results (both the good and the bad) including specific download, update, and usage metrics - free, paid, and in-between. By design, the case studies will be brief to allow for Q&A and collaborative discussion.

If niche is the new black, then data is king. Planning and executing a successful digital buy has become an increasingly complex endeavor. From targeting, attribution, optimization to operations, there are dashboard solutions to support these processes. With the advent of platforms, and the myriad data and inventory that they control, coupled with attribution management provided by third-party ad servers, media professionals need to understand what dashboard tools are available, and how to best use them. We now have solutions to effectively leverage long tail inventory that hasn't been available before. Don't let technology dictate your strategy. Join us for a discussion that tackles these issues and looks to shape best practices that you can take back to your agency and clients.

People spend most of their money near where they live. Yet, all the traditional ways to reach consumers spending locally with a local message - broadcast television, print newspapers, and yellow pages - are in double-digit secular decline. The shift to online media consumption means marketers need to effectively reach the right local audiences online to drive buying decisions offline. The good news is that there are great opportunities to connect to the right local audiences across interactive platforms. Join us for a discussion around how you can reach local audiences, who can help you, what form factors are out there to localize your message, and how others have been successful in the local arena. From locally focused search, geo-localization, contextually local content, maps and mobile - you'll get an overview of the best practices and state of the art. Two thirds of all advertising is spent locally - online is an increasingly large part of that - and this is the right place to learn what that means to you.

Digital marketing that works is about reaching your chosen market segment with a compelling program that either directly results in a sale or builds the brand that leads to a sale. But suppose the market segment you want to reach and persuade had materially changed since the last time you or your client looked at it? A deeper understanding of the latest demographic trends can make your digital communications far more relevant to your target audience as well as more effective for your client. Join Peter Francese as he explores the top trends to watch, including transitioning boomers, family forming Generation Y, and most importantly, the emerging majority of highly skilled working women.

By leveraging previously untapped social data sources, Sprint mapped the social characteristics of its prospects to target users most likely to respond to the campaign. And ultimately, Sprint dramatically increased sales of a new phone. Learn how from highlights of this recent campaign.

As niche networks are quickly becoming the "go-to" for deep discussions around hobbies and common interests, how can your clients overcome the noise and genuinely connect with consumers, while still allowing their message to scale? Learn the seven C's of social marketing: campaigns, conversations, community, clicks, creativity, collaboration, and connections.

High Contextual Relevance + 'The Right Audience' = No Wasted Impressions; that's been Oakley's strategic focus in 2009. See how an advertiser historically focused on print, local OOH, and sporting events to drive awareness and sales can shake up their mix and have a bigger impact and relevant conversation with their core audience incorporating social media into their mix.

In the broadcast era, the primary pipes of communication were traditional mass media. The messaging unit that could be delivered and measured at scale was the "ad." Social networks are today's primary pipes of communication. The messaging unit that is being delivered and measurable at scale is the "shared link." To master marketing in the social century, marketers need to manage the new currency - the shared link.

This presentation explores how top brands have used branded virtual goods on social networks to identify brand advocates, generate buzz, and drive consumer engagement. You'll hear brand marketing objectives and strategic rationale for social media, as well as campaign performance metrics.

Six Apart and Cisco partnered to drive engagement around their "One Million Acts of Green" initiative. By investing in traditional media opportunities, Cisco created a relationship with its audience and invited participation across multiple points of social engagement. Correlating the media investment with the engagement opportunities, the campaign was optimized based on social metrics within a traditional media buying framework.

Privacy has been an industry issue for years, but most of us haven't had an immediate reason to care about it. This week, the U.S. Federal Trade Commission will host the first of three roundtables on whether to regulate interactive advertising. The future of the industry could be up for grabs. What can we do? Self-regulation has been a mere catch phrase, but the time is now. Learn today's smart moves to keep yourself, your company, and your clients out of harm's way.

Advanced online targeting or mobile marketing campaign? Which campaign will drive higher audience engagement and purchases? Results from a household snack brand were refreshing and tasty. Mobile not only outperformed online participation, but the process provided the brand with a deeper understanding of its audience target. Key learning: Mobile marketing effectively targets niche consumers and drives engagement.

For the last 12 months, we've "done more with less." It's now time to cement our 2010 budgets, which becomes increasingly challenging with no ability to predict the future. As a result, media companies are looking to extract efficiencies within their organization in order to accelerate revenue.

Please join Operative CEO Mike Leo as he gets inside the head of industry leaders running well-oiled, efficient digital advertising organizations. We will discuss the business challenges and goals that helped these media companies focus on particular budgeted line items that positively affected revenue growth: people, processes, and/or technology. In answering tough questions, we hope to share best practices and innovative ways publishers can hit revenue goals while continuing to be mindful of budget.

How do you drive more sales per rep? Increase closing percentages? Increase deal size?

How do you increase direct sales vs. offloading to networks?

How do you raise top line without raising headcount? How do you free up sales time?

Operative is in the business of helping media companies increase operational efficiency to generate a more profitable advertising business. Join us as we share insights and opinions that help you invoke change and find top line growth.

The storm may be over and the house may be on top of the witch, but don't think for a minute we're ever going back to black and white! Smart sales leaders recognize that we are entering a new phase of deep and profound change, and are rethinking strategies, reorganizing approaches to the marketplace and reexamining the talent and depth of their teams. Upstream Group CEO Doug Weaver leads this seller-only session and lays out the hard trends on which these decisions will be based. Seating is limited, so join us for a discussion that may help re-set your strategy for 2010.

Cross channel. Mobile communities. Augmented reality. Ubiquitous computing. Among the buzz words, we are seeing evidence that all media is getting ready for a digital hyper-drive, fuelled by consumer desire for entertainment-on-demand and always-on-communication. Hidden within this world is the utopian promise of location-based advertising. Yet set against a backdrop of big brands trending to bring elements of control in-house, Dean Donaldson asks, "Is media technology really set for what's next, or does reality reveal we are locked in the past?"

Boost conversions and overall ROI by taking the proven principles of behavioral targeting to the next level with extensive data, sophisticated algorithms, and a true understanding of a brand's ideal audience. Learn how a major retail brand collected and analyzed its consumer activity, while integrating in other data sources to build highly targeted segments, and deliver tailored messaging to ideal audiences - and efficiently drive sales.

Brand messages can get lost in the web clutter of punching monkeys, Facebook apps, and viral videos. Many advertisers are loath to allow their campaign dollars to be diluted willy-nilly among the many marketing messages delivered in a one-to-many approach. The best ROI comes from targeting an advertiser's message to the right reader, on the right site, at the right time, with the right metrics. But that is often easier said than performed.

Although it may be easier for media planners to include inventory from ad networks and major portals - and working with myriad content sites can be taxing, requiring disparate relationships and metrics - the unique benefits from targeted messaging cannot be overlooked. Clients cannot afford to remain mute to these virtues (better brand awareness, message association, brand favorability, and purchase intent) in favor of CPC, CPL, or other "hard" metrics.

Move.com will share insights on cutting through some of this clutter to improve your next campaign's ROI. Hear their perspective on the landscape of online media, and how agencies and publishers can come together to align perspectives for marketers.

Niche is the new black. Data is the new currency. Advanced targeting solutions are the critical new tools for effective communication. What are the differences, the strengths, and limitations of the various targeting methodologies? What is the next phase in discovering and leveraging a holistic view of the consumer? Why does a media professional today need the skills of an analyst and the instincts of a journalist?

The problem of ad placement alongside controversial content is a constant thorn in the side of any advertiser. The airline ad alongside a news story of an air crash, the travel ad alongside a story of a natural disaster, or the diet ad appearing alongside articles on anorexia all are real examples of how ad placements can and do go wrong.

Preventing ad misplacements through careful media planning, manual site vetting, keyword blocking, or other methods has proven to yield inconsistent results and has not provided the degree of preventive page level security that brands need today.

In this session, ad pepper media will discuss alternative approaches and technologies based on semantics that enable agencies to prevent ad misplacements once and for all across all of their online display ad media buys.